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Insight

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Presentación de qué es y para que sirve un Insight

Published in: Self Improvement, Business
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Insight

  1. 1. “ ”<br />“Insight”<br />No es tan importante tener una buena definición,<br />como saber para qué sirve<br />
  2. 2. Conectar<br />Porque hablan en su mismo lenguaje<br />Porque conectan con una vivenciaíntima y personal<br />Descubrir<br />En ocasiones nos sacan de una duda, nos instruyen, nos descifran como viven, como siente el consumidor<br />“Insight”¿Para qué sirve?<br />Transformar<br />La elección de un tipo de insight determina el tipo de comunicación, tanto en su forma como en su contenido, llegango a metamorfosear una marca<br />Inspirar<br />Nos dan el tono justo, son fuentes de inspiración para cualquier acto de comunicación, de innovación<br />………………………………………………………………………………………………………………………………………………………………………………………………………………………<br />Sergi Manaut/ sergiman.org 2010<br />Insight ¿Para quésirve?<br />RARIS<br />Niveles de Insight<br />Tipos de insight<br />¿Cómo encontrarlo?<br />¿Qué es un Insights?Definición<br />
  3. 3. “Insight”¿Para qué sirve?<br />Posicionamiento<br />A través de un consumerinsight definimos el posicionamiento de la marca. El consumidor sabrá como somos y si se identifica con nuestra proposición y valores<br />Estrategia de comunicación<br />Al marcar el tono, también define el “como” . Determina laforma de comunicarnos y en ocasiones es lo único que diferencia una marca <br />Estrategia de innovación<br />Nos descubre necesidades que nos orientan en la innovación de la marca en todos los campos posibles<br />Valor de marca<br />El valor de una marca está en quésomos para el consumidor. Cuanto más conectemos y demostremos la capacidad de entender, resolver las inquietudes de sus clientes, de asociar una vivencia/ experiencia, mayor será el valor de una marca<br />co<br />nec<br />tar<br />des<br />cu<br />brir<br />trans<br />for<br />mar<br />ins<br />pi<br />rar<br />………………………………………………………………………………………………………………………………………………………………………………………………………………………<br />Insight ¿Para quésirve?<br />RARIS<br />Niveles de Insight<br />Tipos de insight<br />¿Cómo encontrarlo?<br />¿Qué es un Insights?Definición<br />Sergi Manaut/ sergiman.org 2010<br />
  4. 4. Un consumer Insight responde a unas condiciones que vamos a detallar bajo las siglas de RARIS.<br />En ocasiones identificamos, creamos ficticiamente un consumer insight. <br />Este hecho no nos ayudan a crear vínculos reales entre los consumidores y la marca. En ocasiones, sólo responde a intereses particulares de los departamentos de marketing o de las agencias de publicidad. <br />
  5. 5. “Insight”<br />S<br />I<br />R<br />A<br />R<br />RELEVANTE<br />Si no es <br />relevante,<br />NO SIRVE<br />REAL<br />Basado en una verdad de consumidor<br />ALCANCE<br />Debe poder<br />ser compartido <br />por muchos <br />consumidores<br />INSPIRAR<br />Capaz de <br />estimular <br />un mensaje, que conecte al <br />consumidor <br />con<br />nuestra marca<br />SIMPLE<br />A mayor<br />capacidad de <br />síntesis<br />más eficacia<br />………………………………………………………………………………………………………………………………………………………………………………………………………………………<br />Insight ¿Para quésirve?<br />RARIS<br />Niveles de Insight<br />Tipos de insight<br />¿Cómo encontrarlo?<br />¿Qué es un Insights?Definición<br />Sergi Manaut/ sergiman.org 2010<br />
  6. 6. Un consumerinsight es … REAL<br />Decimos que un Consumer Insght es Real cuando refleja una verdad.<br /> En ocasiones queremos que muestren creencias o proyecciones de lo que nos gustaría que fuera, en esos casos, nos engañamos mostrando una realidad que no existe. <br />No es un consumer insight<br />“No existen secretos entre mis hijos y yo, me lo explican todo”<br />Si es un consumerinsight<br />“Tengo la suficiente confianza con mis hijo, y ellos me explican lo que quieren”<br />Ejemplos<br />e.g. Coca Cola<br />✖<br />✔<br />………………………………………………………………………………………………………………………………………………………………………………………………………………………<br />Insight ¿Para quésirve?<br />RARIS<br />Niveles de Insight<br />Tipos de insight<br />¿Cómo encontrarlo?<br />¿Qué es un Insights?Definición<br />Sergi Manaut/ sergiman.org 2010<br />
  7. 7. Un consumerinsight es … ALCANCE<br />Es cierto que exiten insghts que siendo reales sólo reflejan las vivencias de unos pocos. Buscamos CI que sean compartidos por un número signficativo de personas<br />No es un consumer insight<br />“Todos mis muebles me los diseño yo”<br />Si es un consumerinsight<br /> “En mi casa hago lo que me da la gana”<br />Ejemplos<br />………………………………………………………………………………………………………………………………………………………………………………………………………………………<br />Sergi Manaut/ sergiman.org 2010<br />e.g. IKEA<br />✖<br />✔<br />Insight ¿Para quésirve?<br />RARIS<br />Niveles de Insight<br />Tipos de insight<br />¿Cómo encontrarlo?<br />¿Qué es un Insights?Definición<br />
  8. 8. Un consumerinsight es … RELEVANTE<br />Un consumer insight debe de ser significativo, debe de llevar una carga de información valiosa<br />No es un consumer insight<br />“La diferencia entre un PC y un Mac solo es estética”<br />Si es un consumerinsight<br /> “Los mac no tienen virus”<br />Ejemplos<br />………………………………………………………………………………………………………………………………………………………………………………………………………………………<br />Sergi Manaut/ sergiman.org 2010<br />e.g. Apple<br />✖<br />✔<br />Insight ¿Para que sirve?<br />RARIS<br />Niveles de Insight<br />Tipos de insight<br />¿Cómo encontrarlo?<br />¿Qué es un Insights?Definición<br />
  9. 9. Un consumerinsightes…INSPIRADOR<br />Un insight debe de ser inspirador porque busca despertar sensaciones, agitar la consciencia e impulsar el pensamiento creativo <br />No es un consumer insight<br />“Los niños aprenden cada día cosas nuevas”<br />Si es un consumerinsight<br /> “Ser niño es una aventura diaria, llena de emoción”<br />Ejemplos<br />………………………………………………………………………………………………………………………………………………………………………………………………………………………<br />Sergi Manaut/ sergiman.org 2010<br />e.g. Ala. Perdona mama<br />✖<br />✔<br />Insight ¿Para quésirve?<br />RARIS<br />Niveles de Insight<br />Tipos de insight<br />¿Cómo encontrarlo?<br />¿Qué es un Insights?Definición<br />
  10. 10. Un consumerinsightes…SIMPLE<br />Cuando más simple sea, más facil será de entender y concentrará más su significado<br />No es un consumer insight<br />“Siempre intento buscar el equilibrio, compensando los excesos, pero solamente lo logro a veces, y cuando lo logro me siento que algo me falta”<br />Si es un consumerinsight<br /> “La búsqueda del equilibrio es la propia vida”<br />Ejemplos<br />✖<br />✔<br />………………………………………………………………………………………………………………………………………………………………………………………………………………………<br />Sergi Manaut/ sergiman.org 2010<br />Insight ¿Para que sirve?<br />RARIS<br />Niveles de Insight<br />Tipos de insight<br />¿Cómo encontrarlo?<br />¿Qué es un Insights?Definición<br />
  11. 11. Tres niveles de insights<br />Movilizan a la acción<br />Lo quiero ya!<br />Aspiracional/involucran<br />Son personales<br />Simple insights<br />Son verdad<br />“La mancha no esta socialmente aceptada”<br />“No me siento bien cuando me he manchado”<br />“Una pequeña mancha me puede hacer perder una oportunidad”<br />………………………………………………………………………………………………………………………………………………………………………………………………………………………<br />Sergi Manaut/ sergiman.org 2010<br />Insight ¿Para quésirve?<br />RARIS<br />Niveles de Insight<br />Tipos de insight<br />¿Cómo encontrarlo?<br />¿Qué es un Insights?Definición<br />
  12. 12. Tipos de Insights<br />Refleja la relación del consumidor con el producto/categoría<br />Refleja una cuestión psicológica, a través de sentimientos y actitudes<br />Product<br />insights<br />Psychological <br />insights<br />………………………………………………………………………………………………………………………………………………………………………………………………………………………<br />Insight ¿Para quésirve?<br />RARIS<br />Niveles de Insight<br />Tipos de insight<br />¿Cómo encontrarlo?<br />¿Qué es un Insights?Definición<br />Sergi Manaut/ sergiman.org 2010<br />
  13. 13. Un consumerinsight pocas veces se corresponde con un verbatim.<br />Las expresiones recogidas por el consumidor nos aportan información relevante. El primer paso para obtener un consumerinsight es descubrirlo, pero no suele tener la capacidad de síntesis que se requiere. Precisa de creatividad para transfórmalo en una idea que sintetice toda la información y que conecte con la vivencia observada.<br />Puede parecer fácil encontrar un consumerinsight, pero uno que seadiferente, relevante y discriminador para la marca es muy difícil.<br />Sergi Manaut/ sergiman.org 2010<br />
  14. 14. ¿Cómo se encuentra?<br />Un consumerinsight puede estar en cualquier lugar, sólo tienes que estar atento.<br />Las técnicas cualitativas suministran una gran cantidad de insights, donde las expresiones y emociones se perciben de forma directa, en cualquiera de las técnicas utilizadas; reuniones de grupo, entrevistas en profundidad, técnicas etnográficas…<br />………………………………………………………………………………………………………………………………………………………………………………………………………………………<br />Insight ¿Para quésirve?<br />RARIS<br />Niveles de Insight<br />Tipos de insight<br />¿Cómo encontrarlo?<br />¿Qué es un Insights?Definición<br />Sergi Manaut/ sergiman.org 2010<br />
  15. 15. Un Insight se trabaja, requiere de análisis y de síntesis.<br />Se atrapa y se descubre una vivencia o una emoción. Asíse inicia el proceso de elaboración de un Insight.<br />No es una opinión, se elabora a partir de una observación. <br />Nos descubre lo que se hace, lo que se siente, lo que se vive, no sólo lo que se dice.<br />Un Consumer Insight puede estar expresado de diferentes formas y en cualquier parte.En una conversación con amigos o en los silencios. En una película, en la tele…<br />Sergi Manaut/ sergiman.org 2010<br />
  16. 16. ¿Qué es un Insight? Definiciones <br />Provoca ideas y perspectivas desde la observación de los pensamientos, actos y conductas de las personas<br />(…)<br />Son diferentes formas de describir esa sensación que tenemos al escuchar una canción de Sabina o Serrat, al leer un poema de Benedetti, y pensar: esto lo he sentido yo toda mi vida pero éste lo ha puesto por escrito. La letra de la canción, el ponerlo por escrito es la estrategia.<br />Carlos Holemans<br />Es conectar una vivencia, una conducta, una forma de ser, con su significado y/o su origen, lo que permite ampliar la conciencia y acceder a un mayor conocimiento de sí mismo.<br />Es una nueva comprensión, que conlleva normalmente cierta emocionalidad<br />Horst Bussenius<br />………………………………………………………………………………………………………………………………………………………………………………………………………………………<br />Insight ¿Para quésirve?<br />RARIS<br />Niveles de Insight<br />Tipos de insight<br />¿Cómo encontrarlo?<br />¿Qué es un Insights?Definición<br />Sergi Manaut/ sergiman.org 2010<br />
  17. 17. Sergi Manaut/ sergiman.org 2010<br />Sergi Manaut<br />Evangelista del insight<br />Strateic Planner<br />Agente del cambio<br />s.manaut@gmail.com<br />

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